Ford’s self-driving pledge
Hackett wants brand to be first in driverless revolution ‘Level 4’ vehicle offered by 2021
New boss claims firm will be a leader in autonomous cars
FORD CEO Jim Hackett says he wants the company to become a leader in the world of autonomous vehicles – and to make the cutting-edge technology available to everyone.
Ford will be one of the first makers to market with a ‘Level 4’ fully autonomous vehicle. It will be launched in 2021 into “commercial operation” and be used for three specific purposes: ride-sharing, ride-hailing and delivering goods.
Hackett, who took over as CEO last May, is in the midst of transforming Ford from an automotive brand into a mobility company. Speaking to Auto Express at the recent Detroit Motor Show, he expressed his desire to see Ford as a market leader in this segment, despite its position as a mainstream brand.
“Look at the history of computing,” he said. “It’s why Steve Jobs [former Apple CEO] came later and won; it’s because he made computing accessible in ways that you just couldn’t have imagined. And it’s my desire to have Ford lead in that way in terms of how autonomy is translated.”
Hackett also sees the technology helping small businesses, which he claims have “been falling by the wayside because they can’t compete with the logistics of these big retailers”. However, these driverless ambitions won’t come at the expense of Ford’s conventional cars. The brand recently announced it would be ‘electrifying iconic nameplates’ with a Mustanginspired electric SUV set to arrive in 2020.
“I’m not forecasting people giving up cars and driving; the joy of driving is too important,” Hackett told us. “We have a strategy to put electrification into some of these popular models.”
Hackett also played down rumours that Ford would follow General Motors and leave the European market. “Europe is too big and an important market for us,” he said. “We’re a recognised brand and we’ve made a big commitment.”
I’m not forecasting people giving up cars and driving; the joy of driving is too important JIM HACKETT Ford CEO